Luxury Listing Specialist Michael Lafido shares his best kept secrets and practices for anyone looking to break into the higher end luxury listing market in their local communities.

1. How To Double Your Income
This Year By Selling Higher
End Homes

2. This Training Is Perfect If You:
• Want More Luxury Listings & Buyer Clients
• Want to differentiate yourself from your
competition
• Are In A Buyers Market
• Are In A Sellers Market
• Have A Saturated Market Of Luxury Homes
For Sale
• Are Open To New Marketing Strategies

3. Overview
• What This Training Isn’t:
-A bunch of theories
-Fluff from some “former agent”
• What This Training Is:
-Proven & Repeatable Systems
-Fresh New Approach To Selling Luxury

4. Who Am I
• An Agent Just Like You…
• A Husband & Father Of 3
• National Trainer/Speaker
• Author
• Former High School Pe Teacher
• 3 Years Ago- Zero 1m+/Today 21

5. LuxuryListingPodcast.com

6. Double Your Income
3 Ways To Earn More Money This Year:
1. Sell More Homes
-Requires more leads/opportunities
-New Clients & Repeat Business
2. Increase What You Charge
-Profit Per Transaction
3. Increase Your Average Sale Price

7. 7 Benefits Of Selling Higher End Homes
1. Earn Higher Paychecks
2. More Profitable
3. Better ROI (Investment & Time)
4. Better Referrals
5. More Time Off
6. Credibility/Respect
7. It’s FUN

8. Founder & CEO- Marketing Luxury Group

9. I’m A Marketer

12. Principle Of Slight Edge
None Of This Works All The Time But ALL Of This Works The
Majority Of The Time…..

14. Difficult Breaking Into Luxury Market
Most Luxury Sellers Will Rarely Give You Their
Business Until You Can Show Them You Have
Such Listings AND you have SOLD similar
listings in their area.

16. The Problem With Most Agents

18. Get Out Of Your Comfort Zone

20. “Show & Tell”

21. Can’t Hit A Home Run If You Don’t Don’t
Get An At Bat. The More At Bats, The
More Likely You’ll Get A Home Run

23. Why Not You?
Roger Bannister-
May 6th 1954
Within 2 years 37
others broke the
4 minute
Mile barrier

24. These Requires Zero Talent:
• Work Ethic
• Attitude
• Passion
• Open To New Ideas (coachable)
• Being Prepared
• Persistent
• Your Network

26. Buyers Market?

27. Months Market Pricing
1-4 Sellers Appreciation
5-6 Even The Norm
7+ Buyers Depreciation
Months Supply’s Impact on Price

30. 6 Steps To Turning Leads To Listings
Let’s Take A Look At The C.L.O.S.E.R. Formula:
C.- Captivate A Specific Market (Target)
L.- Leverage Your Positioning (USP/Positioning)
O.-Outshine Your Competitors (Rockstar Package)
S.- Simple Sales Conversions (Increase Conversion)
E.- Effortless Listing Presentations (8% Formula)
R.- Referable & Over Delivering (While Listed)

31. The First Rule Of Marketing

32. All Potential Clients Care About

33. Attract vs Chase!

35. “I’m by far going to be the most
expensive agent you
interview….but let me show you
how I’ll net you more money…”

36. Luxury Networking Group

37. • Luxury
Networking
Group
• Events Based
Marketing
• FSBO
• Cancelled
• Expired
• Divorce Sellers
• Estate Sellers
• “Farming”
Higher End
Neighborhoods
• Growing
Families
• Retirement
Communities
• Seminars
• Landing Page
• Video Blog
• Facebook Page
• Mobile
Marketing
• QR Code
• Blog
• Facebook
• Free Report
• Comparative
Market Analysis
• Mailing
Campaign
• Seminar
• Webinar
• CD
• DVD
• Magazine
• Seller “Rockstar”
Package
• Social Proof
• Celebrity
• 3rd Party
Endorsements
• Testimonials
• Video Email
• The 5 Step
Listing System
• 3 Types of
Listing
Presentations
• The Ultimate
Listing
Presentation
• 30,60,90+ Day
Reviews
• Earn Referral
• Client
Appreciation
Parties
• Communication
Schedule
• Social Media
• Reviews

39. Lets Get Into The Luxury
Training & Making This Year
Your Best Year EVER

40. • “They Say A Picture Is Worth
A 1,000 Words…
• I Believe A Lifestyle Video Is
Worth A 1,000 Pictures.”
~Michael LaFido

41. Video
• Videos are engaging
• It’s all about strategic positioning,
leveraging, and telling a story
• Today, only 2% of real estate agents
consistently utilize video to market homes
• Only 12% have a youtube account
• Incorporate Narration

43. Lifestyle And Legacy Story Writing
• Typical copywriting describes home features
like “breathtaking views.” Lifestyle and Legacy
Story Writing focuses on how living in the
home & in it’s location can lead to a happier,
healthier, more meaningful life for you and
your family for generations.

44. Lifestyle Listing Films

45. Leverage

47. The “Story”

49. River Forest Express

51. “Empire” House

54. LuxuryListingSpecialist.com

55. LuxuryListingSpecialist.com